Green marketing refers to a strategy of promoting how environmentally friendly a
product is.
Consumers’ physical and social environments have little to do with the motives
consumers have for product usage.
Shira wants to prove that even the most mundane of objects can be sacralized through
the process of objectification. She should use examples of hoarding to support her
argument.
The fact that people often buy products not for what the products do but for what they
mean implies that a product’s basic function is unimportant.
Motivation can be described in terms of strength and direction.
Lifestyle is a statement about who one is in society and who one is not.
Hirosi ordered the expensive “heart attack special” at his local pub. It came with
one-pound hamburger and a full bucket of fries. Halfway through the meal, Hirosi was
not feeling well. Yet according to the sunk-cost fallacy,Hirosi will likely continue until
he has finished the “special.”
According to the different categories of relationships that people may have with
products, nostalgic attachment occurs if the product is part of the user’s daily routine.
The salience of a brand refers to its degree of pricing flexibility (i.e., frequency of price
changes).
The growing number of Web sites and blogs devoted to excessive weight loss illustrates
the problem of body image distortion.
Sarah Palmer realizes she just made a mistake. In her hurried shopping trip, she picked
up the yellow plastic squeeze bottle from the grocery store shelf, assuming that it was
French’s mustard. To her dismay, it was the store brand. Her confusion is an illustration
of the importance of package schematics.
It is common for consumers to describe themselves in terms of the neighborhood or
town from which they come. This is an illustration of the community level of the
extended self.
Marketers assist in the process called elaborative rehearsal when they use catchy
slogans or jingles to help consumers remember information about products or services.
When Pavlov’s famous dogs responded to a bell signaling feeding time, they were
exhibiting what is called classical conditioning.
The first step in the cognitive decision-making process is to conduct an information
search.
A person who believes that science can fix or find a cure for anything most likely
follows the philosophy of interpretivism.
A free recall test of a sample of potential customers would involve showing ads one at a
time and asking each respondent if she had seen it before.
Most opinion leaders are celebrities rather than everyday consumers.
The success of a positioning strategy hinges on the marketer’s ability to convince the
consumer to consider its product within a given category.
Incidental learning occurs after a very concentrated search for information.
There is an increasing demand for green products.
Drive theory struggles to explain why people may delay gratification of a want.
The location of a product’s image on a package influences the way our brains make
sense of it; we perceive objects lower in a frame to be heavier than objects higher in the
frame and objects on the right side of a frame heavier than those on the left side of the
frame.
Many needs can influence consumer behavior including one’s need for power and need
for uniqueness.
Olga decided to buy a product at her grocery store because of a “surprise special.” This
is an illustration of the affective decision-making style.
Cohort experiencesare important to marketers but they have no way of measuring it.
Social shopping is a hybrid of social networking and online retailing.
A temporal factoris one that reflects sense of time.
An ethnographer would be interested in studying the process of acculturation in an
immigrant community.
Tyler told a local reporter about an upcoming astrological event, and the reporter
printed the information in the newspaper the next day. A local college professor who
specialized in astrophysics said the newspaper story had numerous inaccuracies and
was “penned by an amateur.” In this case, Tyler and the reporter created a situation in
which reporting bias has occurred.
American spendthrifts outnumber American tightwads.
According to the elaboration likelihood model, marketers of a low-involvement product
must first change attitudes before customers are likely to purchase their product.
Complaint Web sites tend to incorporate evidence of injustice, identity, and agency in
the communications posted.
Source ________ refers to the message source’s perceived social value.
A) valence
B) attractiveness
C) class
D) hierarchy
When consumers are unhappy with a product, they may boycott the product and/or
store and express dissatisfaction to friends. This is called a ________ response.
A) private
B) third-party
C) voice
D) public
Social networking is an integral part of what many call ________, which is
characterized by interactive platforms that foster the creation of communities.
A) the virtual world
B) the mega Web
C) the inner Web
D) Web 2.0
A(n) ________ is a marketing intermediary retained by a consumer to guide what that
consumer buys.
A) market maven
B) opinion leader
C) power user
D) surrogate consumer
A consumer is most likely to engage in ________ when she is in a good mood or when
she is uninvolved in other activities.
A) inertia
B) cognitive decision-making
C) variety seeking
D) mental accounting
The popularity of the movie The Passion of the Christ, the book The Da Vinci Code,
and the playThe Book of Mormon are evidence of which of the following?
A) Megachurches are now more powerful than small, community-based churches.
B) Religion can be effectively used by mainstream marketers.
C) Born-Again Christians are the primary religious market in the United States.
D) Church leaders can effectively encourage and discourage the consumption practices
of their followers.
Others who are present in a consumer’s physical and social environment when
purchases are made are called ________.
A) co-consumers
B) by-standers
C) purchase competitors
D) challengers
The researcher and theorist most associated with instrumental conditioning is
________.
A) Pavlov
B) Skinner
C) Keller
D) Werner
A ________ is defined as a group whose members share beliefs and common
experiences that set them apart from others.
A) culture
B) subculture
C) microculture
D) cohort
The Japanese greatly value products that make efficient use of space because of the
cramped conditions in urban areas in Japan. This is an example of ________ in Japan’s
cultural system.
A) social structure
B) ecology
C) ideology
D) dogma
The underground economy refers to used product sellers who sell in secondary markets.
It is thought to make up ________ of the US gross national product.
A) less than 1%
B) 3-30%
C) 31-50%
D) more than 50%
Research has indicated that the color ________ creates feelings of arousal and
stimulates appetite.
A) blue
B) red
C) yellow
D) black
The cohort of consumers born between 1965 and 1985 has been labeled ________, or
“baby busters.”
A) Silent Generation
B) Generation X
C) Generation Y
D) Generation Z
Stimulus generalization refers to ________.
A) the tendency for stimuli to be similar in nature
B) the fact that most conditioned stimuli are similar to unconditioned stimuli
C) the tendency of stimuli similar to a conditioned stimulus to evoke similar,
conditioned responses
D) the tendency for extinction to occur when an unconditioned stimulus does not follow
a stimulus similar to a conditioned stimulus
Lee-Ann Wang is young and enjoys risky experiences such as skydiving, bungee
jumping, and snowboarding. To which of the following VALS2 groups would Lee-Ann
most likely belong?
A) Thinkers
B) Achievers
C) Strivers
D) Experiencers
80% of brand mentions online are made by just 6.2% of social media users. Forrester
Research calls these influencers ________.
A) salespeople
B) power users
C) mass connectors
D) mass networker
A typical antecedent state that a consumer might experience as he or she approaches the
purchase environment is ________.
A) time pressure
B) sales interactions
C) product disposal
D) point-of-purchase stimuli
In the process of ________, certain properties of a stimulus evoke a schema.
A) priming
B) differentiating
C) indexing
D) perceptual mapping
The process whereby a product formerly associated with a specific ethnic group is
detached from its roots and marketed to other subcultures is called ________.
A) de-alienation
B) deethnicization
C) de-immigration
D) deculturization
Which of the following marketing philosophies emphasizes interacting with customers
on a regular basis and giving them reasons to maintain a bond with a company’s brands
over time?
A) differentiated marketing
B) global marketing
C) social marketing
D) relationship marketing
What type of learning theory emphasizes that people are problem solvers who actively
use information from the world around them to master their environment?
A) instrumental conditioning
B) classical conditioning
C) cognitive learning
D) operant conditioning
According to the theories of Carl Jung, our shared memories create ________, which
involve universal themes and appear frequently in myths and stories across cultures.
A) archetypes
B) patterns of behavior
C) Doppelgangers
D) symbolic communities
What type of information search is a female customer engaged in when she scans the
newspaper ads every day for new information on fashions, even though she isn’t
thinking of buying anything anytime soon?
A) prepurchase search
B) ongoing search
C) internal search
D) delayed search
Advertisements reminding people to stay focused while driving and to avoid texting
while driving are examples of ________.
A) social media marketing
B) social marketing
C) public service marketing
D) services marketing
Kraft has repackaged its salad dressings as “anything” dressings to encourage people to
shift their ________ and consider the dressings as a complement to more than just
salads.
A) demonstration signals
B) knowledge structures
C) mental maps
D) mean-end chains
When a buying center composed of assorted specialists is organized to gather
information and evaluate possible purchases in a high-risk situation, the strategy in use
is most likely ________.
A) new task
B) straight rebuy
C) modified rebuy
D) innovative rebuy
Brand ________ refers to the extent to which a consumer holds strong, favorable, and
unique associations with a brand in memory”and the extent to which the consumer is
willing to pay more for the branded version of a product than for a non-branded
version.
A) dynamics
B) position
C) logo
D) equity
Physically attractive people are perceived as smarter, cooler, and happier than average
people. These perceptions are a result of a ________.
A) halo effect
B) principle of cognitive dissonance
C) balance theory
D) self-perception theory
People tend to give “yes” responses to questions, regardless of what they are asked.
This is an example of ________.
A) response bias
B) elaborative rehearsal
C) salience
D) nostalgia
An individual may not process stimuli that are in some way threatening, or may distort
the meaning of a stimulus to make it less threatening. This type of perceptual filter is
called ________.
A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation
When people are differentiated in terms of their aesthetic and intellectual preferences, a
________ concept is being applied.
A) cultural code designation
B) social cluster
C) taste culture
D) consumption constellation
Which of the following refers to consumers who refuse to sacrifice style but who
achieve that style on a budget?
A) spendthrifts
B) frugalistas
C) ostriches
D) tightwads
Measuring memory for marketing stimuli is often difficult. Discuss the differences
between recognition and recall. Give examples of methods for testing each form. Which
one is thought to be the more reliable measure of memory?
What is relationship marketing? Why is it so widely practiced by today’s marketers?
Suppose that it became fashionable to be overweight. How would the four models of
fashion (derived from the behavioral science perspective of fashion) explain how the
fashion norm would change from being underweight to being overweight?
Identify and describe the various temporal factors that might affect a consumer and his
or her buying process.
Maslow’s hierarchy of needs can be useful in understanding the motives that are
satisfied by consumer behaviors. Briefly explain the hierarchy and indicate how a
consumer behavior could fulfill each need level in the hierarchy.
Why do you think customers talk much more about negative product and service
experiences than positive ones?
What does the study of semiotics attempt to do?
Identify for each of the following items whether it would be more likely found in a
working-class living room or an upper class living room. Items: a Bible, picture
windows, still-life portraits, photographs of family members, large potted plants, French
furniture, a TV set, a family pet, piano
How does the worldview difference in social class help explain why the sons and
daughters of working-class families typically spend their entire lives living within a
hundred miles of where they were raised?
Retail stores put a number of items in the aisles leading to the checkout station. These
are placed there to remind customers of things they may have overlooked, or to show
products that customers may not have thought of buying until they are seen. Retailers
know that some items are purchased on impulse. In other words, the customer simply
sees a product and purchases it. Create a fourth hierarchy of effects that would combine
the three components of the ABC model when a product is selected on impulse.
If you are unhappy with a product or service, what are your three possible courses of
action? Which one is best for the marketer in question?
Explain why opinion leaders are difficult to identify.
Define problem recognition. Show how problems can arise. Give a brief example to
illustrate the problem recognition process.
How can a myth be true and false at the same time?
Describe the concept of psychographics. Then compare the four forms of psychographic
analysis used in marketing.
Using the chapter topics, discuss why an alternate reality game such as McDonald’s the
Lost Ring could be useful for targeting customers.
As people age their sensory detection abilities decline. The Baby Boomers are fast
reaching retirement age. How will advertisements in the future likely change sensory
stimuli to accommodate this changing demographic?
Discuss what stimulus generalization and stimulus discrimination are and present an
example of each that is relevant to the field of marketing.
Explain social object theory and provide an example of a social network that is based
on this theory.